​The continued rise of conscious consumption

Restaurants have touted their environmentally friendly practices to consumers for some time – offering local produce, minimizing their waste and changing up their to-go packaging. In fact, the National Restaurant Association reported that back in 2018, more than half of consumers said they would be likely to choose a restaurant based on its eco-friendly practices, such as water conservation and recycling. But some restaurants are now raising their game a step higher in an effort to appeal to guests who are passionate about minimizing their impact on the environment. The fast-casual brand Just Salad announced recently that it would be launching a “climatarian” menu available to customers who order via its web and digital channels. The Spoon reports that guests can select a dish based on its carbon footprint or, in the case of meat lovers, opt for a “conscientious carnivores” dish. Guests will be able to determine the environmental impact of their build-your-own salad offerings too. Expect to see more restaurants drill down on – and promote – details about their sustainability efforts in such ways. According to research from IRI and NYU Stern Center for Sustainable Business, Millennial consumers are most likely to purchase products marketed as “sustainable” – these items are popular across demographics as well – and this trend has held true throughout the pandemic. At the same time, consumer expectations are rising when it comes to the craveability of the eco-friendly foods they buy. Darren Seifer of NPD Group said recently that the food industry needs to maintain and market the taste, health benefits and environmental impact of its offerings to continue to draw eco-conscious consumers.